Item: Adobe Marketo Engage
Rating: 9
Author: Verified User

Use Cases and Deployment Scope

Marketo is being used across our company. It serves 5 brands and monitors our 5 web sites right now. It creates a smooth automated process to collect and feed marketing qualified leads to sales along with all details such as lead scoring, sales insight, user engagement, email opens/clicks, web visits and interesting moments. We also leverage the automated features to keep our database clean, automate the lead uploading process and segment users based on their behaviors.

We are also using Marketo for the trigger, nurture, and batch emails. Their event and webinar programs are also easy to use and cloned. After integrating with GotoWebinar, we do not need to do any list import for internal webinars anymore. I highly recommend it!

Pros and Cons

Lead Scoring and Lifecycle
Web Personalization
Marketo Sales Insight
Template cloning power
Tokens

I wish there was a built-in feature to postpone the email communications to the next week instead of skipping it when the lead runs into the communication limit.
Better reporting. We've asked for email clicker heat maps for years. Can you please add it to Marketo Sky?
Be able to grant access to the program/folder level.
Better usability. The UI look/feel is old and unattractive.
Visualize workflow when building the smart campaigns.

Using Marketo to Support Sales Goals

Product Launches
Upsell
Cross-Sell
Lead Management
Prospecting / New Business

The main goal is to generate more leads. With Marketo, we were able to achieve double-digit growth in the past 3 years. It makes it easy for us to segment, target and nurture the right audience in our database and also measure the program performance in SFDC.

Alternatives Considered

- Ability to host different workspaces/brands in one instance
- Great integration with SFDC. Sales loves the Marketo Sales Insight
- Sophisticated & flexible lead scoring
- Powerful smart campaigns
- Web personalization
- Database partition
- Dynamic content
- Segmentation
- Tokens

Number of Contacts (List Size)

250,000 to 1 million

Using Adobe Marketo Engage for B2C or B2B marketing

B2B

Likelihood to Recommend

Marketo allows users to customize their campaigns with the smart campaign and smart list. The cloning power is awesome too. You just need to set up a good program template once, any end-user can easily create a new program by cloning from the template. Tokens are very handy, especially for event/webinar programs. I could easily sell it to any event manager whenever I show them how to use tokens to update all event assets all at once.

However, the tool itself is not self-explanatory and looks intimidating to non-technical people. When reviewing solutions, Eloqa is way more popular due to its visual appealing and better user interface. Marketo should invest more to improve the UI if they want to remain as an industry leader. They also need to figure out a way to continue improving the integrations with SFDC. It could be quite challenging given SFDC now owns Pardot and Marketing cloud now and become a strong competitor in the marketing automation market.

Marketo - Marketing Automation Powerful House

Modules Used

Overall Satisfaction with Marketo